The company Lincoln Electric is a premier manufacturer headquartered in Cleveland. Lincoln Electric employs over 2,800 workers at their Euclid and Mentor Ohio facilities. For this assignment, imagine that are a part of the sales and marketing department for Lincoln Electric and you are planning a call to the Alcoa wheel plant also located in Cleveland Ohio. At this facility, Alcoa manufactures alloy wheels (under the Arconic brand) for heavy-duty 18-wheeler type commercial trucks. Alcoa is evaluating plans for a new more automated assembly line to replace their older, more manual equipment. Your goal is to supply them with Lincoln Electric automatic robotic welding equipment for this new line. Start by exploring the Lincoln Electric web site: and the Alcoa Wheel site at Review the product lines that Lincoln Electric offers, paying particular attention to their robotic welding products. Then, look at the kind of high-end wheels that Alcoa produces. Based on what you learned in this chapter, answer the following questions. What kinds of environmental forces might be playing a role in influencing their buying decision? Give a short explanation for your reasoning. Think about the Total Cost of Ownership for this buying decision. List a few items the buyer may be considering for each component of the Total Cost of Ownership Using information found on the Lincoln Electric company web site, pick one aspect of Alcoa’s total cost of ownership where you think Lincoln Electric offers a competitive advantage. Be specific. Create a table like the one shown in Table 2.2 (on Page 40 of your textbook). List 4 positions (departments/titles) in the company that are likely to be participating on Alcoa’s Buying Center. For each of the 5 stages of the buying process, indicate whether you expect them to have a High, Moderate, or Low involvement in the decision. How much perceived risk do you think Alcoa has in making his purchase? Explain your answer, and propose one idea about how you might try to reduce their perceived risk.

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